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With all the do-it-yourself technologies prevalent in today’s Web 2.0 environment, customer service is very often stripped down to an IM chat or email. Often it’s impossible to get a human on the phone when you most need it, and when you do happen to “catch” a customer service representative, cultural barriers, sour attitudes and long processes tend to prevail. Now, more than ever, customer service matters.

One of our clients, Constant Contact, has always recognized this – their entire culture is built around taking care of the customer. Personally, we’ve experienced some great customer service this month from other vendors – and as a small business, it’s great to be treated with the care, respect and importance that is often only reserved for large customers.

We had to order a rather large supply of light up glasses for the TechCrunch Boston MeetUp. We called a vendor we had used before and when we were negotiating some timing/pricing issues, the approach was a threatening “we may be more expensive, but you’ll regret it if you don’t use us” attitude. That doesn’t play well with us, so we tried a new vendor, Promopeddler. Promopeddler won our business due to their sales rep, Laurie. Laurie’s approach was not only that she was grateful for our business but she went above and beyond with her customer service. She was truly the reason they won our business.

Laurie was proactive, persistent and consistent – all the way past the point of the glasses being delivered. She provided extensive contact information, contacted us daily to let us know the status of the rushed order, called us when she thought a color aspect could be better – and provided a recommendation – and even followed up to ask us how our event was and if the glasses worked out. Our customer experience was so outstanding due to this woman that as long as she’s there, we’ll be a customer. We noticed they made the Inc. 500 “because we give personal service with every order.” Yes – they really do.

We had a unique situation to solve with some BlackBerry purchase from Verizon. It required getting on the phone with some customer service representatives, which is not always a very positive experience. However, one customer service representative, Anthony in New York, made all the difference today. He was very clear every step of the way through the process and he was so personable we ended up chatting about baseball and football – and even though he was a dreaded Yankees fan and we are diehard Red Sox fans (most of us, anyway), we felt like a customer that mattered. Anthony made a time consuming process not only bearable but even entertaining – and experiences like that stick with your customers, so they stick with you.

The point here is that yes, the Internet provides a mostly do-it-yourself marketplace and opportunities to communicate without ever saying a word. But positive, helpful and verbal human connections are still important ways to make your brand memorable – and your customers loyal.